Analýza spotřebitelského chování na trhu kávy

Abstract

The objective of this Bachelor work is „Consumer Behaviour Analysis on the Coffee Market“ to find out customer’s reaction,to analyse their purchasing behavior, preferences and needs. For the research I used consumer behavior towards brand Douwe Egberts.

Theoretical part of the work is devoted to characteristics of the consumer which include the process of decision making and satisfaction of the customer.

The Practical part contains marketing research itself to map consumer’s behavior. The goal is to disclose weak points, Propose possible solutions to market the brand and to increase the sales.